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Website publishers incorporate frame ads by setting aside a particular space on the web page.

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Many banner ads are delivered by a central ad server.Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs. The colloquial usage of "banner ads" often refers to traditional frame ads.Online banner advertising began in the early 1990s as page owners sought additional revenue streams to support their content.Commercial online service Prodigy displayed banners at the bottom of the screen to promote Sears products.The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations.

Web banners or banner ads typically are graphical ads displayed within a web page.As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed picture of the user's interests to deliver even more targeted advertising.This aggregation of data is called behavioral targeting.For example, two of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions".The first widely publicized example of online advertising was conducted via electronic mail.On , a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.